Role of Product Cause Fit in Cause Related Marketing Campaign Decisions
C.Kathiravan1, R. Kanthiah Alias Deepak2, V. Suresh3, P. Mahalakshmi4
1Dr. C. Kathiravan, Assistant Professor, Department of Business Administration, Annamalai University, Chidambaram (Tamil Nadu), India.
2Dr. R. Kanthiah Alias Deepak, Assistant Professor, Department of Business Administration, G. Venkatasamy Naidu College, Kovilpatti (Tamil Nadu), India.
3V. Suresh, Doctoral Research Scholar, Department of Management Studies, Manonmanium Sundaranar University, Tirunelveli (Tamil Nadu), India.
4P. Mahalakshm, Doctoral Research Scholar, Department of Management Studies, Manonmanium Sundaranar University, Tirunelveli (Tamil Nadu), India.
Manuscript received on 27 August 2019 | Revised Manuscript received on 03 September 2019 | Manuscript Published on 14 September 2019 | PP: 406-413 | Volume-8 Issue-5S3, July 2019 | Retrieval Number: E10870785S319/19©BEIESP | DOI: 10.35940/ijeat.E1087.0785S319
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The research started with the aim to get a better understanding of Cause Related Marketing Campaigns (CRMC) from a whole perspective. In order get a complete understanding of the Cause Related Marketing Campaigns (CRMC), the element namely Product Cause Fit was studied. The Campaigns showed to the consumers like, (PCF – 1, PCF – 2, and PCF – 3) in order to understand the consumer’s response. The consumers are moderately agreed with all three types of models. Hence their response to Cause Related Marketing Campaigns (CRMC) is moderate based on the mean values. Further the researcher found that there is a relationship between Product Cause Fit and Corporate Image. Also Corporate Image has direct influence on Purchase Intention. In this way researcher suggest the corporates to concentrate more while determining cause for Cause Related Marketing Campaign which determines the corporate image in the minds of consumers.
Keywords: Cause Related Marketing, Campaigns, Structural Elements.
Scope of the Article: Marketing and Social Sciences